ADPR 215 Exam 3
In a radio message for a product, which of the following helps listeners recall visuals from a TV commercial for the same product? Question content area bottom Part 1 A. Voice-overs B. Image transfers C. Sounds effects D. Jingles E. Call-outs
B. Image transfers
"Bite the wax tadpole" and "Eat your fingers off" are examples of slogans mistranslated in international marketing campaigns. Both could have been avoided had the companies utilized which of the following? Question content area bottom Part 1 A. Proper grammar B. Slogans C. Low-context D. Back translation E. Adese
D. Back translation
As the art director, you want to use unusual shapes in your copy. Which of the following tools would be best for this task? Question content area bottom Part 1 A. Embossing B. Debossing C. Tip-ins D. Foil stamping E. Die-cutting
E. Die-cutting
A city council candidate pays a higher advertising price to ensure that her campaign ad appears on the prominent back page of the local newspaper. Which type of advertising rate did the candidate pay? Question content area bottom Part 1 A. Run-of-paper rate B. Free-standing insert rate C. Classified advertising rate D. Co-op advertising rate E. Preferred-position rate
E. Preferred-position rate
"Newer" examples of billboard advertisements use all of the following EXCEPT which attribute? Question content area bottom Part 1 A. Actual television screens showing digital advertisements B. Add-ons that go beyond the rectangular shape of the billboard C. 3-D images and graphics D. Revolving panels for changing messages E. Simple, clean, uncluttered typography
E. Simple, clean, uncluttered typography
Which of the following is a low-context language? Question content area bottom Part 1 A. French B. English C. Chinese D. Japanese E. Greek
B. English
Which of the following is the MOST common form of Internet advertising? Question content area bottom Part 1 A. Interstitial B. Banner ad C. Pop-up ad D. Sidebar ad E. Spam
B. Banner ad
With the launch of a new product marketed toward young adults, you know the importance of interactivity in the digital media you create. What is another name for this interactivity? Question content area bottom Part 1 A. Skyscrapers B. Rich media C. Superstitials D. Banner ads E. Pop ups
B. Rich media
You and your friends plan to attend the 7:00 p.m. movie. One friend is running late, so the others argue you should go to the later movie. However, you know that the first several minutes of the start time will be showing ___________. Question content area bottom Part 1 A. extensions B. trailers C. digital displays D. video-game advertising E. superstitials
B. trailers
Media is prevalent in the SMCR model of communication introduced in Chapter 4. Media is related to which step of the communication model? Question content area bottom Part 1 A. Receivers B. Source C. Message D. Channels E. Encoding
D. Channels
Automobile manufacturers use color in their commercials to help "sell the idea" or brand personality of their products. Which of the following automobile brands does NOT match the correct color symbolism? Question content area bottom Part 1 A. A blue Hummer B. A yellow VW Bug C. A black Mercedes Benz D. A green Ford Mustang GT E. A red Chevrolet Corvette
A. A blue Hummer
One of the most memorable television campaigns of the past few years is GEICO's Caveman series. In one commercial, after the spokesman says the catchphrase, "It's so easy a caveman can do it," the caveman who is running the boom mike yells, "NOT COOL!" and storms off. This commercial incorporates which of the following? Question content area bottom Part 1 A. An off-camera element B. Lengthy voice-over work C. Theater of the mind D. On-location filming E. Animated characters
A. An off-camera element
Chevrolet launched its Nova vehicle in Spanish-speaking countries with no success because Nova translates to Spanish as "no-go". Which of the following would have helped Chevrolet avoid this problem? Question content area bottom Part 1 A. Back translating the product name B. Utilizing collateral materials C. Including a call to action D. Waking up the inattentive E. Speaking to listener's interest
A. Back translating the product name
Basic principles of design attempt to address both functional and aesthetic needs, and govern the visual communication's layout. Which of the following is NOT offered as an example of a basic principle? Question content area bottom Part 1 A. Extensive information B. Attention-getting C. Simplicity D. Attractive E. Easy to perceive
A. Extensive information
Which of the following is NOT typically considered traditional media? Question content area bottom Part 1 A. Online media such as a blog run by firm's website B. Out-of-home media such as billboards C. Newspapers and magazines D. Online media such as a firm's website E. Broadcast media such as television and radio
A. Online media such as a blog run by firm's website
Which of the following is the most intrusive of all media? Question content area bottom Part 1 A. Personal selling B. Newspapers C. Websites D. Billboards E. Television advertisements
A. Personal selling
Which of the following is the most common type of online video advertising? Question content area bottom Part 1 A. Preroll ads B. Quick response videos C. Superstitials D. Click-through videos E. Pop-up ad
A. Preroll ads
The biggest advantage of which medium is its tightly targeted audience base? Question content area bottom Part 1 A. Radio B. Magazines C. Television D. Internet E. Newspapers
A. Radio
Consumers are fed up with television advertising, making which of the following a prevalent threat to television advertising? Question content area bottom Part 1 A. Streaming services B. Superstitials C. Roadblocks D. Web videos E. Radio
A. Streaming services
Tara is creating a four-color print ad for a client. Which color will Tara NOT include in the ad? Question content area bottom Part 1 A. White B. Cyan C. Yellow D. Magenta E. Blue
A. White
News articles, as opposed to advertisements, are typically seen as more trustworthy because there is an implicit third-party endorsement. In an attempt to gain this benefit but control the message, advertisers use ________. Question content area bottom Part 1 A. advertorials B. controlled circulation C. directional advertising D. public relations E. owned media
A. advertorials
The key to an effective outdoor (for example, billboard) advertisement is a dominant visual with minimal copy. To get noticed, advertisers need an eye-stopping graphic, typically larger than life, and including ________. Question content area bottom Part 1 A. few words B. no extensions beyond the rectangle of the board C. a nice blending of colors to make the customer search for the information D. nicely designed typography in ornamental letters E. the message boldly stated in ALL CAPS
A. few words
Your text describes IMC plans as multiplatform, multichannel, and multitargeted. Multiplatform refers to ________. Question content area bottom Part 1 A. selecting among advertising, public relations, and sponsorships B. selecting which target audience to address C. using multiple channels for interaction D. selecting among television, radio, and billboard E. differentiating between delivery and connection
A. selecting among advertising, public relations, and sponsorships
Which of the following is a brand icon? Question content area bottom Part 1 A. Michelin's Michelin Man B. Coca Cola's script name C. UPS's brown trucks D. McDonald's golden arches E. Wells Fargo's stagecoach
A. Michelin's Michelin Man
Given all the options for attracting a consumer's attention, it can be difficult to gain attention. Some advertisers go for shock value, but the goal of new media is to replace ________ with ________. Question content area bottom Part 1 A. interruption, engagement B. reach, frequency C. interruption, intrusiveness D. engagement, intrusiveness E. ratings, share of audience
A. interruption, engagement
Google's famous logo, which uses primary colors out of order to spell its name, illustrates which concept? Question content area bottom Part 1 A. Circus B. All copy C. Panel layout D. All art E. Picture window
B. All copy
Which of the following is generally based on an advertising-supported approach? Question content area bottom Part 1 A. Cable radio B. Broadcast television C. Subscription television D. Podcasting E. Public radio
B. Broadcast television
During the Christmas season, a daily newspaper in Fort Wayne, Indiana, receives several complaints of sore backs from its young newspaper deliverers. Each bundle weighs over two pounds because so many department store ads are inserted inside every newspaper. Which term refers to these ads? Question content area bottom Part 1 A. Co-op ads B. Circulars C. Classified ads D. Supplements E. House ads
B. Circulars
In advertising, colors help to convey a mood. Which color is correctly associated with its intended mood? Question content area bottom Part 1 A. Blue = excitement B. Green = calm C. Yellow = intellectual D. Black = danger E. Red = elegance
B. Green = calm
Meow meow meow meow, meow meow meow meow, meow meow meow meow, meow meow meow meow." or "I am stuck on Band-Aid band" are both used as commercials presented in a song. These are examples of which of the following? Question content area bottom Part 1 A. Adese B. Jingles C. Annoyances D. Calls to action E. Call-outs
B. Jingles
For a small production such as a local hospital's television commercial, the hospital's marketing manager might serve as copywriter and producer during which stage of the video production process? Question content area bottom Part 1 A. Video editing B. Preproduction C. Postproduction D. Filming E. The shoot
B. Preproduction
Which of the following describes a multichannel IMC plan? Question content area bottom Part 1 A. Differentiating between delivery and connection B. Selecting among television, radio, and billboard C. Selecting which target audience to address D. Engaging with a variety of stakeholders E. Selecting among advertising, public relations, and sponsorships
B. Selecting among television, radio, and billboard
Which of the following is NOT one of the effects in the Facets Model of Effects? Question content area bottom Part 1 A. Cement a belief B. Sell the product C. Grab attention D. Anchor associations E. Communicate quickly
B. Sell the product
As described in the text, which of the following correctly lists the development stages of the Lincoln Marathon poster? Question content area bottom Part 1 A. Semicomps, thumbnail sketches, rough layout, high-resolution computer file, comprehensives, mechanicals B. Thumbnail sketches, rough layout, semicomps, comprehensives, mechanicals, high-resolution computer file C. Thumbnail sketches, rough layout, semicomps, mechanicals, comprehensives, high-resolution computer file D. Thumbnail sketches, rough layout, semicomps, high-resolution computer file, comprehensives, mechanicals E. Thumbnail sketches, semicomps, rough layout, comprehensives, mechanicals, high-resolution computer file
B. Thumbnail sketches, rough layout, semicomps, comprehensives, mechanicals, high-resolution computer file
You own a local, daily newspaper serving about 5,000 customers. During the budgetary process, your accountant repeatedly reminds you that most of your revenue comes from ________. Question content area bottom Part 1 A. editorials B. advertising C. copy D. classifieds E. subscriptions
B. advertising
All of these adjectives are used to describe effective advertising copy EXCEPT ________. Question content area bottom Part 1 A. single-minded B. expensive C. tightly-focused D. simple E. succinc
B. expensive
Unlike other forms of mass media, the Internet is more interactive. Meaning, rather than just distributing information, copywriters must do all of the following EXCEPT ________. Question content area bottom Part 1 A. focus on two-way rather than one-way communication B. format Internet advertisements to comply with traditional banner ads C. attract people to the website D. manage customer relationships to brands E. manage a dialogue-based communication experience
B. format Internet advertisements to comply with traditional banner ads
Although a picture is worth a thousand words, some advertisements are incomplete without actual words. For example, advertisements that require ________ cannot be properly conveyed with only pictures. Question content area bottom Part 1 A. slogans B. high involvement C. humor D. contextual cues E. blind headlines
B. high involvement
Unlike other print media, the magazine industry has been able to better withstand the movement to online because ________. Question content area bottom Part 1 A. magazines rely almost totally on subscriptions for revenue B. magazines are more effective at capturing niche markets C. magazine subscriptions are less expensive than newspaper subscriptions D. there are far fewer magazines than newspapers E. readers of magazines spend less time reading a magazine than the typical newspaper
B. magazines are more effective at capturing niche markets
To maximize the efficiency of budgets, marketing communicators develop a ________. Question content area bottom Part 1 A. multitargeted IMC B. media plan C. media mix D. multiplatform IMC E. mass vehicle
B. media plan
Copywriters use taglines, sound effects, jingles, questions, and commands to break through the clutter and wake up the inattentive. To make a radio advertisement memorable, copywriters also use ________. Question content area bottom Part 1 A. back translation B. repetition C. headlines D. collateral materials E. scripts
B. repetition
There are more than 6,400 newspapers in the United States. Concerns for the newspaper industry include all of the following EXCEPT ________. Question content area bottom Part 1 A. the movement to online viewing of news B. the mass buyoff of the smaller papers by the big dailies C. declining readership as the older generations die off D. readership being larger than circulation capabilities E. declining advertising revenue as the economy continues to struggle
B. the mass buyoff of the smaller papers by the big dailies
Biologically, humans are visual creatures. We will believe our eyes over all the other senses. Given this, which of the following statements about visual communication is FALSE? Question content area bottom Part 1 A. Print layouts capture more than twice as many readers as a headline does. B. Pictures have the ability to pull more readers into the body copy. C. Articles with pictures lose believability due to limited word counts. D. Bigger illustrations attract the consumers' attention more. E. People remember more of the reading when it is associated with pictures.
C. Articles with pictures lose believability due to limited word counts.
Levi Strauss & Co. marketers created "Unzipped", an online, interactive forum where the company furthers its brand relationship with consumers. Which term describes "Unzipped"? Question content area bottom Part 1 A. Social media platform B. Radio advertisement C. Blog D. Click-through marketing E. Television advertisement
C. Blog
Question content area top Part 1 As opposed to broadcast media, print media such as newspapers and magazines are better situated when which element of the Facets of Effects Model is desired? Question content area bottom Part 1 A. Association B. Emotion C. Cognition D. Perception E. Involvement
C. Cognition
Many newspapers, which are considered traditional media, also have websites and videos. This is an example of which of the following? Question content area bottom Part 1 A. Earned media B. Cross-media C. Convergence D. Interaction E. Engagement
C. Convergence
Delivery is the first step in connecting to your target audience. Of the numerous advertisement channels, the best is ultimately dependent upon the audience you are targeting. If your target audience is senior citizens, which channel would likely be LEAST effective? Question content area bottom Part 1 A. Radio B. Billboards C. Digital media D. Television E. Newspapers
C. Digital media
Which term refers to the closeness of fit between the interests of viewers and the relevance of the media content? Question content area bottom Part 1 A. Multi-channel B. Multi-targeted C. Engagement D. Multi-platform E. Interaction
C. Engagement
________ is as much of a driving force for modern digital media as news was for traditional media. Question content area bottom Part 1 A. Direct marketing B. Advertising C. Entertainment D. Public relations E. Social media
C. Entertainment
Remember your last trip to school or even the store. As you were driving, how many radio commercials did you hear? How many billboards did you pass? How many store signs did you see? Did you notice the stickers and license plate covers detailing the car dealership where the driver in front of you purchased his or her vehicle? All of these examples refer to what? Question content area bottom Part 1 A. Circulation B. Frequency C. Exposure D. Impression E. Reach
C. Exposure
Your supervisor has asked you to estimate the number of viewers reached in a recent television commercial you created. Which of the following would you calculate? Question content area bottom Part 1 A. Impressions B. Share C. Gross impressions D. Ratings E. Frequency
C. Gross impressions
Which statement about writing humorous ads is true? Question content area bottom Part 1 A. Humor is best used when there is a high need for cognition. B. Humor always works regardless of the product or service being sold. C. Humor is best used when there is a low need for cognition. D. Your product requires high involvement. E. Humor is best used when getting the target audience to remember complex messages.
C. Humor is best used when there is a low need for cognition.
In New York City's Time Square, Revlon erected a huge screen on which passersby can have their photos displayed. Which of the following is this an example of? Question content area bottom Part 1 A. Viral communication B. Product placement C. Interactive billboard D. Guerilla marketing E. Mobile marketing
C. Interactive billboard
Which PR form is written in a ready-to-publish format and is typically seen as believable because it carries an inherent third-party endorsement? Question content area bottom Part 1 A. Display copy B. Advertorial C. News release D. Adese E. Brag-and-boast copy
C. News release
Donato's Pizza has a billboard with a pizza that is larger than the billboard itself and has "steam" coming from the pizza. The pizza on the billboard is an example of _________. Question content area bottom Part 1 A. a digital display B. place-based media C. an extension D. out-of-home media E. a banner ad
C. an extension
The text says that there is a science to letters, sounds, and even words. In addition to slogans and taglines, a firm's or product's ________ can connote things such as effectiveness, speed, or even relaxation. Question content area bottom Part 1 A. call to action B. IMC C. brand name D. marketing objective E. logo
C. brand name
In the highly visual world of online advertising, it is often the ________ that prompts the click-through. Question content area bottom Part 1 A. color palette used B. music C. copy D. motion built into the webpage E. outstanding graphics on the webpage
C. copy
Apple produces a program called Final Cut Pro, which can be used by a(n) ________ to put the finishing touches on a television commercial. Question content area bottom Part 1 A. arranger B. producer C. editor D. actor E. director
C. editor
It is no secret that advertising has changed dramatically in the last few years. For example, rather than the traditional one-way communication, today's advertising offers two-way communication via ________. Question content area bottom Part 1 A. engagement B. multiplatform communication C. interactive communication D. multitargeted communication E. multichannel communication
C. interactive communication
Shelby, a media planner at Quantum Advertising, knows the importance of matching the target audience with the right _______. Question content area bottom Part 1 A. ratings B. media plan C. medium D. media buyer E. gross impressions
C. medium
Flowcharting or mapping how a user would travel through a website is an example of ________. Question content area bottom Part 1 A. composition B. dubbing C. navigation D. customization E. illustration
C. navigation
The art director is responsible for all of the following EXCEPT ________. Question content area bottom Part 1 A. managing the visual look of the brand message B. designing materials associated with the brand C. transforming an idea into a product D. bringing the visual side of the Big Idea to life E. detailing how a brand message communicates product qualities
C. transforming an idea into a product
The more intrusive a medium, the more it can be personalized, but also the costlier it is to use. In addition to opt-in/opt-out options, websites akin to Facebook can appear to be less intrusive by ________. Question content area bottom Part 1 A. making everything free B. purposely hiding all the information they collect from their users C. using computer cookies to monitor which ads interest users D. automatically opting-in all users regardless of their choices E. running a variety of advertisements
C. using computer cookies to monitor which ads interest users
Just as JFK used television to transform presidential debates in the 1960s, President Obama placed advertisements in ________, such as Madden football and Guitar Hero, in an attempt to capture the support of young voters. Question content area bottom Part 1 A. movie trailers B. radio broadcasts C. video games D. dark websites E. electronic billboards
C. video games
Whether he helped this product or the product helped him, Andy Warhol is famous for painting the iconic ________. Question content area bottom Part 1 A. Lipton Iced Tea logo B. political poster of President Obama C. Campbell's Soup can D. box for Kraft Macaroni & Cheese E. golden arches of McDonald's
C. Campbell's Soup can
________ refers to the arrangement of pieces in a print ad, whereas ________ refers to the arrangement of pieces in an actual picture. Question content area bottom Part 1 A. Composition, layout B. Font, layout C. Layout, composition D. Screen, take E. Font, screen
C. Layout, composition
With banner ads, advertisers can measure the ________ to determine the success of the ad, and in turn they might be charged varying fees based on ________. Question content area bottom Part 1 A. QR rate, superstitials B. QR rate, search optimization C. click-through rate, pay-per-click D. pop-ups, rate card E. pay-per-click, search optimization
C. click-through rate, pay-per-click
Question content area top Part 1 The ________ is the text of an ad or the words people say in a commercial, and the ________ is the person who shapes and sculpts the word in advertising. Question content area bottom Part 1 A. message, advertiser B. message, spokesperson C. copy, copywriter D. copy, media planner E. media, copywriter
C. copy, copywriter
What is the main difference between body copy and display copy? Question content area bottom Part 1 A. Body copy is used with public relations writing; display copy is used with advertising. B. Body copy is used for radio advertisements; display copy is used for television commercials. C. Body copy is the term used for long ads; display copy is used for short ads. D. Body copy is designed to be read and absorbed; display copy includes elements that readers see in an initial scanning. E. Nothing is different; they are two terms that mean the same thing.
D. Body copy is designed to be read and absorbed; display copy includes elements that readers see in an initial scanning.
Which of the following generations grew up with the most media options? Question content area bottom Part 1 A. Boomer B. Gen X C. Millennial D. Gen Z E. Traditionalist
D. Gen Z
Which of the following is NOT considered a reason why television advertising works? Question content area bottom Part 1 A. It engages the emotions including having the ability to create fantasies. B. It allows for demonstrations. C. It tells stories. D. It provides the ability for viewers to time-shift. E. It adds personality to a brand.
D. It provides the ability for viewers to time-shift.
While looking on a company's website for a new pair of blue jeans, you struggle with finding a search bar and locating a link for your gender's page. To alleviate this issue, which of the following would you recommend to the web designer? Question content area bottom Part 1 A. Organize graphics better B. Make the font bigger C. Use all caps D. Make navigation easier E. Utilize motion F. Include more digitization
D. Make navigation easier
In a guerilla marketing campaign entitled "Sexier than Skin," Victoria's Secret replaced articles of clothing with a scannable matrix to send potential consumers to the Victoria's Secret website. Which of the following directed consumers to the website? Question content area bottom Part 1 A. Pop-up B. Superstitial C. Mobile advertising D. QR code E. Interstitial
D. QR code
Which of the following are often enduring and rarely change (when good), such as Morton Salt's "When it rains, it pours"? Question content area bottom Part 1 A. Advertisements B. IMC C. Calls to action D. Slogans E. Taglines
D. Slogans
TED Radio Hour and America Now are examples of which of the following? Question content area bottom Part 1 A. Podcasting B. Sports radio C. Cable radio D. Syndication E. Network radio
D. Syndication
What is the core theme of this chapter? Question content area bottom Part 1 A. In all visuals except billboards, we are to use an eye-stopping graphic. B. In today's web-based world of advertising, failure to be online is devastating. C. To effectively develop a brand, high-tech visuals are a must. D. The power to get attention lies primarily with the visual. E. In all visuals, typography is most important.
D. The power to get attention lies primarily with the visual.
What is the online version of word-of-mouth marketing? Question content area bottom Part 1 A. Search marketing B. Branded entertainment C. Product placement D. Viral marketing E. Guerilla marketing
D. Viral marketing
As opposed to the more traditional forms of media prevalent in past years, the new era of social media is MOST closely associated with ________. Question content area bottom Part 1 A. corporate interactive media B. branded media C. paid media D. earned media E. owned media
D. earned media
Although never accomplished, possibly one of the biggest missed opportunities in advertising is related to NBC's Friends. Imagine the benefit to Starbucks if Jennifer Aniston, Courtney Cox, and friends met there instead of Central Perk. This would be an example of ________. Question content area bottom Part 1 A. out-of-home media B. guerilla marketing C. branded entertainment D. product placement E. Viral marketing
D. product placement
Copywriters effectively address the correct target audience by carefully selecting the ________. Question content area bottom Part 1 A. advertising media B. IMC C. spokesperson D. tone of voice E. magic phrase
D. tone of voice
Visual elements associated with a brand are called ________. Question content area bottom Part 1 A. images B. gaffers C. special symbols D. trademarks and logos E. brand icons
D. trademarks and logos
The ________ is responsible for all the budgetary issues related to all video production, whereas the _______ is responsible for the actual filming, taping, and setup of the video production. Question content area bottom Part 1 A. producer, composer B. director, producer C. editor, director D. producer, director E. composer, producer
D. producer, director
Which of the following improves the effectiveness of out-of-home advertising? Question content area bottom Part 1 A. Keeping a static message B. Frequent changes to the message and graphics to stimulate interest C. More words than pictures, because consumers want and need cognition D. Plenty of details to fully explain the product or service being offered E. A good location with frequent target audience traffic
E. A good location with frequent target audience traffic
You have contracted with a local advertising agency to begin integrated marketing communications for your new company, Watching Paint Dry. During the initial meeting with your ad rep, you heard several unfamiliar terms that you found confusing. You believe an introductory advertisement in the local newspaper (for example, NOW OPEN) will best serve your initial purpose. Which of the following is NOT a term that would relate to your advertisement? Question content area bottom Part 1 A. Print media B. Media vehicle C. Niche media D. Mass media E. Broadcast media
E. Broadcast media
Liberty Mutual Insurance's "Humans" television campaign shows regular people making relatively stupid mistakes, such as forgetting to put the car in Park while parked on a hill. Which of the following television techniques do these commercials use? Question content area bottom Part 1 A. Interruption B. Animation C. Action D. Credibility E. Demonstration
E. Demonstration
The main difference between ________ and ________ with respect to their media experiences is the interaction and consumer-generated advertising content. Question content area bottom Part 1 A. Gen Xers, Gen Yers B. Boomers, Gen Xers C. Traditionalists, boomers D. Millennials, Gen Xers E. Gen Yers, millennials
E. Gen Yers, millennials
Which of the following is a cited reason for readership being larger than circulation for newspapers and magazines? Question content area bottom Part 1 A. Magazines are more expensive than newspapers. B. Newspapers are national, whereas magazines are local. C. Newspapers and magazines are read only once and then recycled. D. Newspapers are regional, whereas magazines are national. E. Newspapers and magazines are read by more than one person.
E. Newspapers and magazines are read by more than one person.
Which statement about paid media is incorrect? Question content area bottom Part 1 A. Paid advertising can be quite expensive. B. Advertisers can't always be sure the target audience will see, read, or hear the ad. C. The sheer amount of clutter from all other advertising messages can cause paid media to get lost to the consumer. D. At times, unpaid media is more believable than paid media. E. Paid advertising carries with it an implicit third-party endorsement.
E. Paid advertising carries with it an implicit third-party endorsement.
What contains all the words, dialogue, lyrics, instructions, and other detailed descriptions necessary for planning a television commercial? Question content area bottom Part 1 A. Photoboard B. Storyboard C. Scenes D. Key frame E. Script
E. Script
Ratings, or percentage of exposure, converts raw viewers to a percentage of households. Similarly, a program's share of audience refers to the percent of viewers based on the number of television sets turned on. Given this, which of the following represents the best opportunity for exposure? Question content area bottom Part 1 A. The series finale for Friends, which garnered a 43% share of audience B. A baseball game that has 10 million people watching C. The fifth season of Walking Dead, which garnered nearly 15 million viewers D. The 2017 opening day for the movie Beauty and the Beast E. The 2017 Super Bowl, which garnered a 71% share of audience
E. The 2017 Super Bowl, which garnered a 71% share of audience
Question content area top Part 1 Unlike print production, web design involves which of the following? Question content area bottom Part 1 A. The suggestion to use soft colors given the new pixel ranges of computer monitors B. Unlimited space in banner ads to allow virtually unlimited information C. The need for increased white space D. The recommendation to use all caps to grab the web surfer's attention right away E. The ability to use motion and interactive navigation
E. The ability to use motion and interactive navigation
"Action." "Take 1." "Take 2." "Cut." Famously, these phrases are part of what stage of the video production process? Question content area bottom Part 1 A. Postproduction B. Preproduction C. Video editing D. Gaffing E. The shoot
E. The shoot
Question content area top Part 1 Which of the following allows for audio files to be downloaded through a website? Question content area bottom Part 1 A. Cable radio B. Talk radio C. Low-power FM stations D. Satellite radio E. Web radio
E. Web radio
BMW hired actor Clive Owen to star in The Hire, a series of eight short films showing Owen as a professional driver. This is an example of ________. Question content area bottom Part 1 A. out-of-home media B. product placement C. guerilla marketing D. mobile marketing E. branded entertainment
E. branded entertainment
"Click here." "Download now." "Start your free trial." "Talk to an expert." "Offer expires August 10th." These are all examples of ________. Question content area bottom Part 1 A. underlines B. captions C. headlines D. call-outs E. call to action
E. call to action
Although Westerners read from left to right when skimming a newspaper or webpage, they typically follow various patterns. To counteract this tendency, the ________ must get the reader's attention and break through the clutter. Question content area bottom Part 1 A. tagline B. call-out C. body copy D. picture E. headline
E. headline
Similar to an abstract written for a research article, or even the inside front cover of the dust-jacket in a library book, the ________ is used by readers to test the message and see whether they want to read it. Question content area bottom Part 1 A. body copy B. closing paragraph C. call to action D. blind headline E. lead paragraph
E. lead paragraph
Traditional media, which in the past has dominated the Paid media category in both use and budgets, is also called ________. Question content area bottom Part 1 A. independent media B. broadcast media C. word-of-mouth media D. earned media E. legacy media
E. legacy media
Which of the following is NOT an example of guerilla marketing? Question content area bottom Part 1 A. 3M security glass protecting thousands of dollars on the street B. Red Bull's NASCAR pit stop in Times Square C. Oscar Meyer's Weiner Mobile D. The selling of Dirty Water via vending machines by UNICEF E. Starbuck's coffee mug being a steaming city manhole cover
E. Starbuck's coffee mug being a steaming city manhole cover
Bill's Supermarket buys ad space in a local daily newspaper, and within the Bill's Supermarket ad is an ad for Pepsi products. Pepsi reimburses Bill's Supermarket for its portion of the ad. This is an example of ________. Question content area bottom Part 1 A. a standard advertising unit B. display advertising C. classified advertising D. a free-standing insert E. co-op advertising
E. co-op advertising
In great television commercials, ________ and ________ work together seamlessly to deliver the creative concept through sight, sound, and motion. Question content area bottom Part 1 A. demonstrations, storytelling B. voice-overs, calls to action C. sound effects, storyboards D. copywriters, actors E. words, pictures
E. words, pictures